Customer acquisition campaign.

Evolution has made it particularly hard for humans to save money. Our brains prefer fast rewards, a phenomenon known as hyperbolic discounting. This bias makes us choose rewards we can enjoy here and now instead of waiting for a later reward. Even if we KNOW that the reward is greater if we wait.

In this campaign, we therefore used this understanding of the human brain and worked around it. We simply made it harder to back out by making you consider committing to a tangible goal further ahead. You see, this is also our old brain at work. Studies has shown that if we pre-commit to a goal, we are more likely to stick to the plan. Meaning, if we commit to a goal in the future instead of receiving a fast reward here and now, we can cancel out the brain’s love for fast rewards. And the way to commit in this case is, of course, monthly savings.